Impiric moves key staff in SEA reshuffle

SINGAPORE: Impiric is reshuffling its management line-up in three Asian markets. Its Philippine president Birgit Baier-Buesgen will take over as general manager in Singapore from Geoff Collins, who moves to the Bangkok office on October 1. Collins has yet to finalise his new title, but he will manage an undisclosed account that Impiric recently won. Damian Byrne, Impiric client services director in the Philippines, will move up as general manager of the Manila office, although Baier-Buesgen will manage that office from Singapore until Byrne is settled. Impiric's Asia-Pacific president, Wolfgang Haf, said: "I've known Birgit for a long time and she brings to the Singapore office a high level of energy and passion. "She's created a good operation in Manila and her task in Singapore will be to totally integrate the business by ensuring all the entities - direct marketing, sales promotion, teleservices, database management and so on - are working well together." Baier-Buesgen said the Singapore office was more established - it has around 100 employees - but still faced a major challenge. "The competition in Singapore is stronger and more established than in the Philippines," she said. "I am used to working in emerging markets where direct marketing is in its infancy. With markets like the Philippines there are no consumer databases - you start with promotions to collect the data and learn customer insights." Baier-Buesgen joined Impiric in Manila in October 1999, when it had one other employee. The Philippine office now has 27 staff and handles the IBM, Citibank, Siemens (corporate) and Ford accounts.

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